Updated: Sep 9, 2022
If you don't use a behavioral strategy, developing a warm relationship with a customer or prospect, may take a long time or... never happen.
One of the most crucial abilities a salesperson needs is the ability to "read" people. The good news is that you can develop this ability!
The majority of sales professionals have previously thoroughly examined their Sales DISC Style in an effort to increase their self-awareness and determine how best to build relationships with their clients.
By measuring the degree of four personality traits — Dominance, Influence, Steadiness, and Compliance—the DISC assessment, a brief 24-item questionnaire that takes about 10 minutes to complete, provides substantial insight into human actions and behavior. To create the 41 potential DISC style blends, most people, however, combine at least two of these types.
In addition to your DISC type, your DISC Sales report will also show you how you naturally sell. You may have noticed that sometimes your pitch is a complete success and other times your prospect simply walks away; in this case, you may be more certain that you haven't achieved your target since the prospect's style may be different and they require a new strategy.
You may be thinking right now that it is impossible to ask each of your prospects to answer 24 questions so that you can match your behavioral style to theirs... We get that. However, behavioral analysis is about observable behavior, so there is a way to at least infer the dominant personality style of your client. These are our cues:
A D-style prospect that stresses action and results is likely a D type because they expect results are impatient, may come across as distant or uninterested in small conversation, talk about acting right away, prioritize quick ROI, and put more emphasis on "what" than "how."
An I style who values social interaction and relationship building is likely to be represented by a prospect who exhibits enthusiasm and optimism in response to your pitch, is obviously at ease around new people, wastes your time with idle chit-chat, and you might mistake their interest in you for interest in your product or service.
An S-style prospect is one who is warm, kind, and amiable and may emphasize the reliability and practical features of the product or service. This prospect may also be very reluctant, particularly if the product or service involves rapid adjustments or disturbs the environment's homeostasis. They could consider if the extra work required is worthwhile considering the enhanced advantages. Since these are all S-style criteria, they might want to read reviews or consult with personal references first.
A C-style prospect is one who is professional and rational, asks for additional information, and confounds you with inquiries about product specifics you had never considered. They could be the most suspicious, particularly if you try to persuade them through feelings rather than logic. They could be a C type if they need proof, speak in jargon, want to "study" examples, read white papers, and discuss research.